If you want to make the most out of the time and money you invest in marketing, a long-term relationship with your marketing agency is beneficial.
Staying with the same agency over a long period of time not only saves you from going through endless sales pitch cycles and attempts to re-invent the wheel – it also helps you grow your business faster.
Nowadays, most client-agency relationships last shorter than three years. That is more than four years shorter than the average client-agency relationship in 1984.
3 years is less time than both agencies, and clients would like their relationships to last. Switching agencies costs time and money. We explained what causes the 3-year itch here.
Making the client-agency relationship long-lasting and rewarding requires effort from both sides.
Here’s how giving clear and precise feedback at the right time will help you get what you want from your marketing agency (and save money, too). You might just become your agency’s new favourite client in the process.
Give input at the right stage
Your marketing agency will likely present a strategy plan to you early on. This is the ideal point to give input, ask questions and ensure you understand the plan they present and what it means to your business.
At this point, the client-agency relationship is often fresh. Clients feel motivated to grow their business and might hold back on sharing doubts – and even, disagreement.
We encourage customers to be open if the presented plan or elements don’t make sense to them or make them feel uneasy. If the customer waits to question the strategy just before or after launching campaigns or deliverables, time delays and additional costs will occur.
Choose data over preference
The reason you hired your marketing agency is to benefit from their expertise and experience in your industry. They have spent years learning how to grow practices – just like you have spent years learning how to do surgery.
If there is doubt regarding elements of your strategy or deliverables, ask for data that proves that the presented item works to convert in similar markets to yours.
Your agency should be happy to provide averages and case studies – they know that the customers who end up successfully growing their business are the ones who chose to do what the data suggests over their preferences or gut feelings. Read about how we test what works with conversion rate optimization here.
Know the goal
You are likely not a professional marketer. So, it’s only natural that you would have many myths and misconceptions about an unfamiliar subject.
Your marketing agency will try their best to provide context and tie the deliverable in question to the agreed-on strategy and goal. Most misunderstandings and project delays happen because customers and agencies are not on the same page about the goal of each marketing deliverable.
For example, clients might believe that the goal of their laser suitability self-test is to give the patient a precise answer on their suitability for laser eye surgery. While that can be a benefit of the self-test, your marketing agency knows that the job of the self-test is to collect leads.
Understanding the Customer Value Journey is helpful for clients because it makes it easier to know the goal in each stage. If you’re unsure, ask for clarification.